Brand Tone

Thought-Provoking & Challenging, Direct & Serious, Engaging & Community-Oriented, Pragmatic & Educational, Slightly Provocative/Controversial

Brand Values

• •Critical Thinking
• •Preparedness
• •Open Dialogue & Debate
• •Realism (within scenarios)
• •Resilience & Self-Reliance

Best Practices

• •Always frame your copy around dilemmas, questions, and choices. Use interrogative sentences to engage the audience directly.
• •Use Direct, Evocative Language: Avoid jargon or overly casual slang. Stick to clear, impactful words that convey the seriousness and intensity of the game's themes (e.g., "dilemma," "sacrifice," "survive," "confront," "choice," "consequence").
• •Focus on "Why," Not Just "What": Explain *why* these scenarios matter, why these debates are important, and what players can learn about themselves and others.
• •Encourage Dialogue in Calls to Action: Phrases like "Spark the Debate," "Start the Conversation," "Challenge Your Friends" reinforce the interactive and thought-provoking nature of the brand.
• •Maintain Visual Consistency: Ensure that imagery used alongside copy (on social media, ads, website) reflects the serious, somewhat gritty, and thought-provoking nature of the game. Avoid overly bright, cheerful, or cartoonish visuals.

Social Perception

Niche Appeal, Conversation Starter, Unique & Innovative, Intense/Dark (for some), Relevant

Copy Examples

• •Headline: What Will You Sacrifice to Survive? Body: The choices aren't easy. They aren't meant to be. *Conflicted: The Game* forces you to confront the toughest moral dilemmas of a world undone. Are you prepared to decide? Shop now and spark the debate. Call to Action: Discover Your Limits.
• •Headline: Beyond The Game: Real Conversations. Real Dilemmas. Body: *Conflicted* is more than just cards. It's a catalyst for the conversations you *need* to have. Explore survival ethics, test your preparedness, and see where your group truly stands. Call to Action: Start the Conversation.
• •Headline: The World is Unpredictable. Your Thinking Shouldn't Be. Body: Train your mind for the unexpected. *Conflicted* scenarios push you to think critically and debate outcomes when everything is on the line. No easy answers, only hard choices. Call to Action: Sharpen Your Instincts.
• •Headline: Don't Just Prepare Supplies. Prepare Your Mind. Body: True preparedness goes beyond gear. *Conflicted: The Game* challenges your ethics, your strategy, and your will to survive. What kind of survivor will you be? Call to Action: Explore Scenarios.
• •Headline: New Expansion: [Specific Expansion Name, e.g., "Urban Collapse"] – The City is Falling. Are You Ready? Body: The challenges evolve. Our latest expansion, *[Specific Expansion Name]*, plunges you into [brief description of scenario]. Test your group's resolve against new threats and moral quandaries. Call to Action: Get the New Expansion.